Ararat, the largest brand of brandy in Russia, with an enviable 32% market share and a long history, is one of the jewels in Pernod Ricard Russia’s alcoholic beverage portfolio. After a recent product update, five key questions need to be answered: 1. Which consumer segment(s) should Ararat be targeted at? 2. What should be the brand platform? 3.

Château Online looks at the situation of an e-tailer in 2001. The firm has done well and is a European leader. However, it faces the twin challenges of creating the online market for wine purchasing and the threat of entry by major players.

Launched in 1998, Russian Standard vodka quickly became the highest selling premium vodka in Russia, ahead of Stoli, Smirnoff, and Absolut.

The case focuses on the launch of McDowell’s Vintage Premium Indian Whisky in the mid-1980’s (the dates used in the case are later and exchange rates and prices have been adjusted accordingly. The essence of the marketing challenge faced by the marketing manager is unaffected by the later dates).